Oscar H. Gandy
This is precisely the book I have been looking for! Audience Economics provides the kind of comprehensive but accessible coverage of the terrain of audience assessment that students will actually applaud. In addition, Napoli has provided us with a long overdue entry into a critical discussion about the nature and consequences of the shadow prices that are assigned to audience segments defined by age, race and class.
Oscar H. Gandy, Jr.,, Herbert I. Schiller Term Professor, University of Pennsylvania, Annenberg School for Communication
James Webster
Audiences are the life's blood of media industries. Yet very little scholarship integrates the realities of the audience marketplace with economic theory. Napoli combines a masterful synthesis of the literature on audience behavior, measurement, and media economics with original analyses of the market for the 'audience product.' Rich in institutional detail, this volume sheds new light on the operation and likely future of media in the twenty-first century.
James Webster, Northwestern University, Professor of Communication Studies, Senior Associate Dean of the School of Communication, author of The Mass Audience